A Rebrand happened here:
Kerri Peyton & the NEW Peyton Interior Design
From a race to the bottom for costs, to exciting projects at price points that reflect her value and confidence (without the push-back she anticipated!)
Kerri Peyton is the founder of Peyton Licensed Interior Design Inc., an interior design company that transforms commercial spaces into experiences people notice and love.
When COVID hit, it was a scary time for Kerri. Contracts were paused, she had to lay off a member of her team, and each proposal for new engagements felt like a race to the bottom – a competition to do it the cheapest and fastest that left no room in the fee for the inspired work and generosity she aspired to.
She was spread too thin without seeing the dividends and came to us thinking, “It was time for an outside perspective.” She was struggling on how to differentiate herself in her market and truly questioned what it is she is here to do.
“I think I was just struggling with, ‘How do I differentiate myself’? What am I actually here to do? What am I good at? Or, what can I do that’s, you know, unique in the market?”
Kerri’s Goals
To stop the race to the bottom mentality.
To navigate her imposter syndrome.
To differentiate herself in her market and create quality opportunities.
Kerri’s Substantial Brand
The first thing we did – like all brand evolutions – was get into her strategy and messaging. For us? This is creating a multi-dimensional brand that is rich in Meaning, Value, and Originality.
For Kerri, this meant rejecting the cold, logic-based selling of her industry and really looking at how she was showing up in the world. She thought she would never be the most creative designer out there, so what made her stand out was that she was efficient and logical.
We had to ask, how exciting is that for a prospective client? And did she want to work with clients who sought her out just for being reliable?
It was time to leave that behind and step into more humanizing brand messaging, positioning, and point of view. To step into a bigger, more expansive and creative promise to her clients.
For Kerri, she designs For the Love of People. And through that, the creativity, efficiency, and logic take care of themselves.
“I was thinking about my corporate clients who come to me because… I’m logical and organized. Why would I talk about love? It was an uncomfortable time. But we looked at where it came from – the documentation and the presentation you provided – it wasn’t just a tagline on its own. It was like, here’s the tagline, and here’s all the places that it came from. And I thought, this does make a lot of sense and does feel really true to me.”
What makes Peyton Design Worth Mentioning?
Supporting & celebrating local small businesses. Local business pride!
For the Love of People.
Think of them & they’ll think of you.
Caretaker of the vision.Tell the story, don’t just make art.
Answers for the hows and what’s nexts between you & your vision.
Flexible Spaces and multi-use design that shift & grow with you.
Caretaker of the vision.
Tell the story, don’t just make art.
Standout Branded Spaces are your brand advantage & tell your story!
Design and workflow with the end users and brand experience in mind.
Move up or move into your first commercial space for your business.
Kerri’s Incomparable Offerings
Dialing in her methodology and approach, and defining her standardized incomparable offer – Standout Space – completely changed how predictable her revenue and time investment became.
The strategy meant finding the confidence to step away from her industry standard of pricing per square foot and making customized itemized invoices, and instead setting standard benchmarks for project price points based on her expertise and knowing what it takes to transform a space successfully.
“I always just kind of waited to see what clients asked me for and then I would price that. And you challenged me to be like, ‘No, here is what I provide, and here is the price.’ And that was so refreshing for me. It’s been really positive. I haven’t gotten as much pushback as I thought – and I think it's in how I present it, that I have it really well defined, and I’m able to talk about it a lot more confidently.”
Bringing The Brand To Life
Now it was time for the Realize team to take the reins and lead the rebrand from there.
Here are some of the ways we helped Kerri go from vision to reality:
✔ Brand strategy, messaging, positioning
✔ Packaging & naming her signature services
✔ Web Redesign and Logo Oversight
✔ Visual Direction & Photo Guide
✔ Complete Web Copy
✔ Speaker Series Signature Talks and Pitch Email
✔ Sales Services Guide
✔ Rebrand Announcement Content
✔ Brand-Rich Client Stories
“I have a communications background so I always feel like I should be able to do these things – the entrepreneurs curse: I don’t need help with that, I can just do it myself. But of course it’s #27 on the list. I just don’t have time. And I can honestly say you guys did a way better job than I ever would have been able to. It’s incredible – people are just blown away. It’s completely next-level.”
The Outcome (So far!)
To stop the race to the bottom mentality:
“You challenged that and said, does the number of square feet actually change how much work it is for you? No! And in fact some of the smaller stuff is actually way more work. I have my starting point now, a minimum number that I do for projects and definitely I think people have responded really well to that.”
To navigate her imposter syndrome:
“Through looking at my past work and my philosophy of work, we came to realize that actually I am kind of creative. And that’s been one of the biggest personal developments for me is to have that mirrored back to me. That I can make that claim, I have that right. That was a huge turning point for us – to realize that the way I’m showing up in the world? What I’m promising to people? I can promise a lot more than I felt confident promising before now.”
To differentiate herself in her market and create quality opportunities:
“And you gave me permission to just reject all of that [the industry standard] and take a deeper dive. And it is important to me, I want to be able to support my clients – I know it’s a stressful situation they are going through – and I want to help them. And I’ve come to realize that it’s different than how other designers approach the work. I think I can shift the industry to having more of an appreciation of the importance of relationships.”
Let’s look back - Kerri wanted three major things out of this rebrand:
Congratulations Peyton Licensed Interior Design Inc.! Next-level service, next-level leadership!
“I have a team of myself and three others now – but not only that capacity to have enough work to keep them busy, but also my confidence as a leader, I don’t think would have been there if we hadn’t worked together.”
Shout out to our project partners!
Brand Photography by Janet at Visual Hues Photography
Brand & Website Design by Sarah Soar Creative
This is the rebrand that changes everything.
At Realize Your Brand, we help visionary service providers develop a business and brand presence that reflects their truest, biggest vision and impact, grows their earning potential, and helps them become known for something.
Through our Substantial Brand process, Kerri evolved her business into an innately interesting brand – and now the external representation (and her revenue flow) has never looked better.
Chat with us and find out how to evolve your brand to legacy-level.
Lisa - All In
“As the visionary behind your business, decisiveness is critical to creating a strong brand.
Brand strategy is essentially decision-making with strong messaging on top. It’s a continuous cycle of tightening up your clarity, strategy, sales, and marketing. It focuses on the changes that actually need to happen for you to reach your business goals (and leaves the fun, shiny stuff as the final cherry on top).
And there’s no rush. It’s an evolution where clarity always comes before the creative. You uncover your next level business direction, offerings, and messaging BEFORE engaging with a designer or writer – or thinking you have enough time or capacity to tackle it on your own. If you don’t, you’ll end up rushing those decisions and missing out on those big opportunities for growth and upleveling.
I am here to make sure you step out of your comfort zone and truly realize your boldest, most vivid business vision.
At Realize Your Brand, it’s impossible to end up with a new wrapper on your same old business and brand. That’s why it’s an evolution.
